Hearst Magazines is getting into the native advertising game. The company is launching five new ad units that will let companies push their products across all of Hearst’s digital platforms, including video, mobile, websites, and even social networks.
As with any native ad program, it’s highly likely that Hearst editorial staff will now be asked to create copy for this program. They’re surely not going to be happy about it, but sponsored content is the wave of the future, as Troy Young, president of Hearst Magazines Digital Media, recently explained.
Staffers are going to have to live with this new reality. They’re going to have to get used to writing things they consider beneath them, like “15 Things You Didn’t Know About 15 Captains, Commanders And Conquerors,” sponsored by Captain Morgan. Sadly, that is a real article.